September 12, 2025
What if doubling your price, even if fewer people said yes, actually doubled your profit? In this episode of Bringing Simplicity Unfiltered, Judy and Greta dig into raising prices: why so many coaches avoid it, why it often helps your business, and how to do it the right way, using what they’ve learned from Alex Hormozi and applied with their own clients.
It sounds obvious, but it’s not as simple as raising your price. Please don’t go double everything tomorrow because Judy and Greta said so. There’s an approach to raising prices boldly while protecting your profit, and it can make fulfillment easier too. You don’t need a huge team when you charge more. Greta and Judy have built seven-figure businesses with teams of five or fewer people, and Judy points to Dan Martell talking about building AI companies with teams of just two.
The “fewer sales” part makes people anxious, especially if you track the number of sales instead of dollars collected. Cutting your sales in half sounds scary. But what if fewer customers made you more money? And how much better could you serve people if there were fewer of them?
We work with a coach who has run her program for several years, and churn was a problem. Some of her sales mechanisms pointed people to her lower-ticket offer, and those buyers churned faster. (Churn means people join your program and then leave.) Their time in the program and their lifetime value were much lower.
Her higher-ticket program had better satisfaction because it included more touch points with her. People stayed longer and spent more, because they got more out of it. So we shifted her marketing focus from the low-ticket offer to the higher-ticket one.
Recently she emailed Greta: “My client acquisition is the lowest it’s ever been. Please explain yourself.” Greta’s answer: that’s by design. She made the same amount of money last month with half the number of sales. And those clients will stay longer, so we’re not running an endless ad machine just to replace people who leave. Revenue up, profit up, fewer clients to manage, an easier business model, and a stronger bottom line.
If your goal is to impact as many people as possible (ours is to impact a million lives), here’s Judy’s challenge: when you teach a smaller group everything you know at a high level, they do a lot of that impacting for you. You can’t do it alone. When people get real results from your systems, your impact multiplies through them.
If you haven’t raised your prices in three years, congratulations, you’ve given yourself a pay cut. Inflation has eaten your profits. You have the same team, the same systems, the same work, and you’re wondering why you’re not making more. That’s why.
The buyers you want, the ones who love to invest in themselves, learn, and implement, often don’t think about inflation at all. They hand their taxes to their accountant and pay the bill. Those are the people you want to attract.
Society, the news, and the internet push a fear-based mindset that says you couldn’t possibly raise prices. But when you raise prices strategically, in a way that shows value and focuses on clients who pay more and do more, they get better results and talk about you more. Your cost to acquire a client goes down, and everything starts to work in your favor.
Exclusivity can even increase desirability. Judy points to luxury car brands that rarely advertise and some that require buyers to get on a list. The key is delivering phenomenal value so your offer is a no-brainer. Nearly everyone who joins our Simplicity Ad System ends up raising prices on something or creating a clear no-brainer option.
This can sound harsh, and it’s a generalization, but your cheapest clients are usually your hardest. If you’re someone who buys the lowest tier and goes all in, we celebrate you. It’s just not always what we see.
One client restructured how she delivers her freebies because she was getting hundreds of emails from people saying they couldn’t find their freebie, which had clearly gone to their inbox. She turned it into a mini course so it’s easier to access. She shouldn’t have to spend that much time helping people find a free resource.
When people invest money in something, they show up differently. That’s why we sometimes put a small price tag, even $47, on something we’d happily give away. We don’t need the $47. We know you’re more likely to download and open it if you paid for it. It’s also why people find so much success in high-ticket masterminds: they know they paid to be in the room.
If people in your program aren’t engaged or aren’t getting the results you know they could, the first thing to try is raising your price. You’ll attract more motivated people who want to get their money’s worth. Higher prices filter for clients who value you, themselves, and their time. Delivery gets smoother and more profitable, and you get better testimonials.
Do your market research, and use ChatGPT if it helps. But Judy’s simple frame of reference is your close rate:
To raise prices well, you need customer feedback. Judy compares it to “hire slow, fire fast.” People decide slowly whether to buy a coaching program, but within the first two weeks of buying or following you, they decide whether to “fire” you or keep buying. Your feedback loop needs to be fast as soon as they’re in your world, whether it’s your team, your customers, or your acquisition process.
You may make fewer sales, but you can make the same or more money. One of our clients earned the same revenue with half the sales after shifting to her higher-ticket offer, and those clients stay longer.
Review them at least yearly. If you haven’t raised prices in a few years, inflation has effectively cut your pay.
If you consistently sell 100% of your spots, raise your price. Around a 70% close rate is a good sign you’re priced well.
People who invest more tend to show up more, implement more, and get better results, which leads to better testimonials and lower churn.
If you want help deciding which offers to raise and how to market them, see our services or reach out to us.
Want more? Watch every episode of Bringing Simplicity Unfiltered on our YouTube channel.
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